{"id":"double-jeopardy","title":"The double jeopardy pattern in brands","summary":"An empirical pattern in which smaller brands tend to have fewer buyers and lower loyalty measures at the same time.","concepts":["Penetration: the reach of buyers within a period","Loyalty: behavioral measures such as repeat purchase","Benchmarking: interpret measures in relation to brand size"],"application":"Compare market size and buyer numbers before judging a brand only by its repeat purchase rate.","limitations":"Examine the market, observation period and purchase cycle. The pattern does not imply that individual retention activities are pointless.","directions":["New reach: build a broader buyer base.","Existing relationships: measure the incremental effect and cost of retention separately."],"category":"Marketing","kind":"theory","kind_label":"Theory","persona_ids":["performance-marketer"],"revision":1,"updated_at":"2026-10-07T00:00:00.000Z","sources":[{"title":"The Double Jeopardy Law in B2B shows the way to grow","url":"https://marketingscience.info/news-and-insights/the-double-jeopardy-law-in-b2b-shows-the-way-to-grow","publisher":"Ehrenberg-Bass Institute","edition":"Institute research explanation","region":"International reference; verify the application environment","checked_at":"2026-10-07","reuse":"Independent editorial summary and source link; the original text is not republished."}],"review":{"status":"source-checked-editorial","expert_reviewed":false},"editorial_note":"Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.","language":"en","translation":{"status":"current","source_language":"ko","source_version":"kb-5c306abeff5ea1a0","translated_at":"2026-10-08","professional_reviewed":false},"trust":"reference-data","version":"kb-239d4a5357eebfd1","links":{"document":"/en/knowledge/double-jeopardy","markdown":"/en/knowledge/double-jeopardy.md","api":"/api/v1/knowledge/double-jeopardy?lang=en"}}